With the inception of Fovo, shopping for fitting and flattering outfits has become easier especially for the professional woman. The e-commerce startup established by Kiana Anvaripour presents an opportunity for women to shop for clothing that perfectly fits their body and meets their fashion preferences. Fovo is differentiating itself from other competitors in the fashion industry by delivering a broad range of better fitting clothing. The startup has appointed Nick Swinmurn, who founded Zappos as its first investor and advisor.
Fovo avails a personalized collection of outfits gathered from over 300 leading retailers such as Revolve, Nordstrom, and H&M. The outfits are selected based on clients’ body shape and favorite style. Additionally, merchandises of different colors and prices are available.
Shopper’s personal preference
The client is required to launch a personal feed by filling out a brief questionnaire and proceed to provide styling advice for each product selected. The selections are fed into the universal shopping cart of Fovo. This free service is eventually commercialized via affiliate partnerships with retailers.
Before it officially started operating in May, Fovo had already gained more than 4,000 users. According to CEO Anvaripour, the beta launch was a strategy for studying the clients and reacting to their feedback before public launch.
About Anvaripour, Fovo’s CEO
Anvaripour inaugurated a line of expensive shapewear lingerie called dMondaine in 2010. She has worked with several fashion brands such as Madame V.Today, Roland Mouret, and Preen. Her shapewear is available for sale in retailers like Net-a-Porter, Neiman Marcus, and Barneys. She is an acclaimed shapewear specialist and has a professional expertise of around 17 years in the fashion industry.